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What’s NEW about UX Strategy June 5, 2015 Gerry McGovern [email protected] www.customercarewords.com @gerrymcgovern

UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?

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Page 1: UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?

What’s  NEW  about  UX  Strategy  !

June  5,  2015

 

Gerry  McGovern  [email protected]  www.customercarewords.com  @gerrymcgovern  

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Ethical

Skeptical  

Analytical  

Optimis tic  

Disloyal  

Millennial  

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Better educated Poorer

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0%  

40%  

100%   100%  

60%  

100%  

230%  

350%  

480%  

535%  

3%   6%   9%   12%   15%   18%   21%   24%   28%   32%  

1990   1991   1992   1993   1994   1995   1996   1997   1998   1999  

HOW THE TOP 1% BECAME THE 1% CEO PAY

WORKER PAY

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5 ©  Customer  Carewords    Ltd.    customercarewords.com

Religious belief in Britain

Source: newsbatch.com

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7 ©  Customer  Carewords    Ltd.    customercarewords.com

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8 ©  Customer  Carewords    Ltd.    customercarewords.com

0%

10%

20%

30%

40%

50%

60%

70%

80%

2000 2005 2010 2015

Me & My Friends Vs Organizations Me & My Friends

Organizations

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Source:  MicrosoB,  2015  

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9 SECONDS

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11 ©  Customer  Carewords    Ltd.    customercarewords.com

80%  

8%  

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  

Companies   Customers  

A “Superior” Customer Experience?

Brad  TuGle,  Customer  Service  Hell,  2011.  

Y E S

yes

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12 ©  Customer  Carewords    Ltd.    customercarewords.com

88%

9% 0%

10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Online content influences decision making

Trust vendor websites

EXECUTIVE  DISTRUST  OF  B2B  VENDOR  WEBSITES  

“The  Content  ConnecMon  To  Vendor  SelecMon”  Chief  MarkeMng  Officer  Council,  2014.  

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13 ©  Customer  Carewords    Ltd.    customercarewords.com

22%  

78%  

Yes   No  

No, They Don’t

“The  average  retailer  understands  me”  

Source: IBM, 2015

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14 ©  Customer  Carewords    Ltd.    customercarewords.com

37%  

63%  

Yes   No  

No, They Don’t

“My  favorite  retailer  understands  me”  

Source: IBM, 2015

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4.6  9  

14  20  

29  39  

49   45  53  

61  

79  87  

97  

0  

20  

40  

60  

80  

100  

120  

1999   2002   2004   2005   2006   2007   2008   2009   2010   2011   2012   2013   2014  

Online Advertising Spending 1999 - 2014

Source: Google, eMarketer, Clipperton

Online advertising spend ($Billions)

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0  

20  

40  

60  

80  

100  

120  

1999   2002   2004   2005   2006   2007   2008   2009   2010   2011   2012   2013   2014  

Advertising Spend & Click Thru Rate 1999 - 2014

Source: Google, eMarketer, Clipperton

Online advertising spend ($ Billions)

Click thru rate

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18 ©  Customer  Carewords    Ltd.    customercarewords.com

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

1986   1990   1995   2000   2005   2009  

US  Car  Buyer  Brand  Loyalty  

Source:  CNW  Research  

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Accenture, 2013

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“One Million US B2B Salespeople Will

Lose Their Jobs To Self-Service

eCommerce By 2020”

Forrester, 2015

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24 ©  Customer  Carewords    Ltd.    customercarewords.com

19% 19%

9%

53%

0%

10%

20%

30%

40%

50%

60%

Company & Brand effect

Product & Service delivery

Value-to-Price ratio

Sales Person Interactions

Influence on B2B Buying Decision

Source:  CEB  Sales  Leadership  Council,  2012  

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74 percent of executives state their

top 2015 priority is improving CX

Forrester

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26 ©  Customer  Carewords    Ltd.    customercarewords.com

 “Nearly  60%  of  all  phone  

interacNons  saw  the  customer  start  on  the  company’s  

website.”        

The  Effortless  Experience      

Page 27: UX STRAT Europe, Gerry McGovern: What's New About UX Strategy?

“Only 25% of CX professionals say their

company’s CX programs actually improve

customer experience.”

Forrester 2015

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78%  68%  

17%   15%  

0%  20%  40%  60%  80%  

100%  

Responds  quickly  to  people's  concerns  and  complaints  

Communicates  openly  and  transparently  about  how  products  are  sourced  and  

made    

Brands Don’t Care: 2014

Importance  to  Customer   Believe  statement  applies  to  Brands  

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Source: Watermark

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A   B  

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The World’s Very First Website (1992)

2015  

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42 ©  Customer  Carewords    Ltd.    customercarewords.com

1.  GOV.UK has 12 million visitors a week, up from 4 million when it launched in October 2012.

2.  It has reduced web publishing costs by over £60 million per year.

3.  Task success rates have gone from an average of 60% to over 70%

4.  Time to complete tasks has been reduced by over one third.

As of April 2015 …

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43 ©  Customer  Carewords    Ltd.    customercarewords.com

Continuous Improvement @ Cisco

IdenNfy  Top  Tasks  

Measure  Top  Tasks  

Improve  

   

   

   

   

   

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44 ©  Customer  Carewords    Ltd.    customercarewords.com

Download software,

firm…Configure / set

up a pr…

Troubleshooting (bug fi…

615

43Top Tasks for Cisco Customers

Top 25%

26-50%

51-75%

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45 ©  Customer  Carewords    Ltd.    customercarewords.com

November  2012  :  Pretend  you  have  forgo[en  the  password  for  the  Cisco  account  and  take  whatever  acNons  are  required  to  log  in.  

Success/Failure  Rates   CompleNon  Time  

Password  recovery  =   Minor  Issues  (50-­‐59)     TPI  =  59  

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46 ©  Customer  Carewords    Ltd.    customercarewords.com

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47 ©  Customer  Carewords    Ltd.    customercarewords.com

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48 ©  Customer  Carewords    Ltd.    customercarewords.com

May  2013:  Pretend  you  have  forgo[en  the  password  for  the  Cisco  account  and  take  whatever  acNons  are  required  to  log  in.  

Success/Failure  Rates   CompleNon  Time  

Password  Recovery  =   Fair  (60-­‐69)     TPI  =  68  

Good  0-­‐2.25  x  Target    

*  All  Failure  Nmes  treated  as  300  seconds  

Minor  Time  Issue  2.25-­‐3.25  x  Target  

Major  Time  Issue  3.25-­‐5.75  x  Target  

CriNcal  Time  Issue  Above  5.75  x  Target  

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49 ©  Customer  Carewords    Ltd.    customercarewords.com

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“ImplemenMng  the  improvements  required  

coordinated  effort  from  mulMple  IT  teams,  usability  and  experience  design  people,  and  even  content  editors.”            MarNn  Hardee,  Director  for  

Cisco.com  

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51 ©  Customer  Carewords    Ltd.    customercarewords.com

July 2014 Overall Mar 2014 Overall

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52 ©  Customer  Carewords    Ltd.    customercarewords.com

@gerrymcgovern  

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53 ©  Customer  Carewords    Ltd.    customercarewords.com

+353  87  238  6136

@gerrymcgovern

[email protected]

Thank  you customercarewords.com WWW.